As we saw in Building Your Media Kit Part 2, your lineup needs to include media with various characteristics, such as carrying capacity (the ability to carry long or complex messages) and reach. These days, when I see companies build entire marketing programs around Facebook and Twitter, I wonder if they’d try to build a house with nothing but a screwdriver.
- Immediacy (How quickly can it get the information out there?).
- Carrying capacity (How much information can it convey?)
- Reach (Who can it help you reach? Are they the right people for your purpose?)
- Interactivity (Is it one-way, or does it permit dialogue and feedback?)
- Cognitive impact (Does it appeal to the “right brain” emotions like TV or to the rational mind?)
- Cost-effectiveness (Does it get the job done at a cost you can live with? Do you KNOW what the job is?)
In the next few days, we’ll develop each of these characteristics. For the moment, you may want to look over this grid that follows. Everything on it is debatable, to say the least, but it may help organize your thoughts around the question of which Social Media may be useful for various purposes.